Table of Contents
- Issues in the Market
- Definition
- Market in Brief
- Seasonal sales
- Figure 1: Quarterly household expenditure on alcohol, 2005-08*
- Disconnect between marketeers and consumers
- Some are more seasonal than others
- Maximising advertising return on investment
- Largest spenders by season
- Internal Market Environment
- Key points
- Off-trade becomes an increasingly important battleground
- Figure 2: Drinking trends of the population, 2005-09
- Is seasonality a factor for consumers?
- Figure 3: Average monthly UK temperature, 2005-08
- Seasonality as a point of differentiation or a trap
- Hot summers no guarantee of greater sales
- Figure 4: The relationship between summer sunshine and summer spend on
alcohol, 2003-08
- The ' staycation' can increase summer sales
- Figure 5: The number of total UK holidays per year, domestically and
overseas, 2004-09
- Broader Market Environment
- Key points
- Duty on the increase
- Figure 6: Duty increases on beer, cider/perry, spirits and wine, 2003-09
- The UK falls into recession
- Figure 7: Trends in quarterly UK GDP, 2004-09
- Alcohol sales start to slow accordingly
- Figure 8: Quarterly household expenditure on alcohol, 2006-08
- A more frugal consumer
- Figure 9: Trends for consumer attitudes towards finances, by quarter,
2004-09
- Economy to bounce back from 2010
- Figure 10: Trends in PDI and consumer expenditure, 2004-14
- The problem of seasonal binge drinking
- Market Size
- Key points
- Alcohol sales gather momentum through the year...
- Figure 13: Household expenditure on alcohol, by quarter, 2005-08*
- ...and so does advertising spend
- Figure 14: Household expenditure on alcohol and advertisiing
expenditure, by quarter, 2005-08*
- January-March offers more ' bang for the advertising buck'
- Figure 15: Household expenditure on alcohol per £1 million spent on
above-the-line advertising, by quarter, 2005-08*
- Spirits and wine increase their share in colder months
- Figure 16: Household expenditure, by quarter, by drinks sector, 2005-08*
- Brand Communication and Promotion
- Key points
- Seasonal advertising
- Figure 17: Average advertising spend per month over past four years,
March 2005-February 2009
- Scottish & Newcastle dominates summer spend
- Figure 18: Top ten alcohol advertisers during spring/summer 2005-08*
- Diageo outstrips winter advertisers
- Figure 19: Top ten alcohol advertisres during autumn/winter 2005-09*
- Cider focuses heavily on summer
- Guinness tops winter spend
- Figure 21: Top ten alcohol brands advertised during autumn/winter
2005-09*
- Cider can follow the lead of lager
- Figure 22: Top-spending alcohol categories advertised during
spring/summer 2005-08*
- Figure 23: Top-spending alcohol categories advertised during
autumn/winter 2005-09*
- Figure 24: Difference between spend in spring/summer and autumn/winter,
by type of alcohol, 2005-09
- Capitalising on the spirit of summer
- Consumer Usage
- Key points
- Wine and lager most likely to be drunk all year round
- Figure 25: Types of alcohol drunk all year round, June 2009
- Rosé is changing perceptions but cider and spirits still have a way to go
- Figure 26: Proportion of drinkers who drink all year round, by drink
type, June 2009
- Appendix
- Consumer research
- ACORN
- Advertising data
- Abbreviations
|
Related Report
|
View Cart
